26Jun 25 AI Search Favouring High-Traffic Websites, Study Shows

Artificial intelligence, the future of web search, appears to be taking cues from its past. A new study has revealed that websites with substantial organic search traffic—visitors from traditional search engines such as Google—are significantly more likely to be referenced by leading AI search platforms including Google AI Overviews, ChatGPT, and Perplexity.

The findings suggest that AI search tools may be reinforcing existing digital hierarchies, boosting the visibility of already dominant sites and potentially marginalising emerging players.

The Study in Focus

The research, led by Patrick Stox, Product Advisor at SEO software company Ahrefs, analysed the 50 most frequently mentioned websites across three major AI platforms. These mentions were then compared with global organic search traffic data.

The result? A strong positive correlation between a site’s existing search popularity and its likelihood of being cited by AI systems.

“AI isn’t reordering the internet—it’s echoing what’s already popular,” Stox noted. “Traffic begets visibility.”

AI Search Platforms at a Glance

Perplexity emerged as the platform most reliant on high-traffic sources. Its model, designed to cite sources explicitly, consistently referenced leading sites such as Wikipedia, YouTube, and Stack Overflow—all long-standing SEO powerhouses.

Google AI Overviews, built into the search giant’s ecosystem, predictably surfaced content from domains already performing well on Google’s search engine results pages (SERPs). Particularly favoured were user-generated content platforms, including Reddit, Quora, and YouTube—suggesting that both engagement and authority are key signals.

ChatGPT, despite operating independently of a traditional search index, reflected similar patterns. Wikipedia alone was cited in over 16% of responses. Meanwhile, news outlets, educational resources, and technical blogs with strong reputations also appeared frequently.

What This Means for Website Owners

The findings carry serious implications for marketers and publishers. As AI becomes a go-to discovery tool, ranking well on Google is no longer just about appearing in search results—it could also be your ticket into the AI conversation.

However, experts warn against complacency. “It’s not enough to ride existing traffic,” said Stox. “AI tools increasingly favour sites that demonstrate authority, relevance, and community involvement.”

Practical Tips to Boost AI Visibility

For those looking to increase their presence in AI search results, here are five strategies drawn from the study:

1. Double Down on SEO
   
   • AI tools tend to favour sites that are already well-ranked in traditional search engines.
     
   • Invest in quality content, on-page SEO, backlinks, and mobile-first design.
     
2. Leverage User-Generated Content (UGC)
   
   • Platforms like Reddit and Quora are frequently cited.
     
   • Encourage forums, comments, reviews, and community posts on your site to boost engagement and authenticity.
     
3. Create Video Content
   
   • YouTube is among the most-cited platforms by AI search engines.
     
   • Consider repurposing blogs into explainer videos or tutorials to tap into this trend.
     
4. Establish Topical Authority
   
   • Niche-specific depth and consistency help AI systems assess expertise.
     
   • Cover your subject comprehensively through clusters of interlinked content.
     
5. Publish on Multiple Platforms
   
   • Build thought leadership beyond your website—contribute to Reddit threads, answer questions on Quora, and syndicate content on Medium or LinkedIn.
     
   • These citations can feed into AI knowledge bases.
     

The Bigger Picture: AI as a Mirror, Not a Megaphone

While the findings suggest that AI is not radically disrupting search patterns, it amplifies existing authority. This creates a loop where popular sites get more exposure, potentially widening the gap between established brands and newer entrants.

Still, the door is not closed. By producing helpful, credible, and community-driven content, even smaller websites can catch the eye of AI systems.

FAQs

Q1: Does AI search use traditional search engine results?

Not directly. However, AI tools heavily reference websites that rank well in traditional search, indicating overlap in authority signals.

Q2: Which websites are most frequently mentioned by AI tools?

Wikipedia, YouTube, Reddit, Quora, and major news sites appear consistently across platforms.

Q3: How can newer websites get noticed by AI search?

By building topical expertise, publishing on community platforms, and investing in content that attracts organic traffic and engagement.

Q4: Will AI make SEO irrelevant?

Quite the opposite. SEO remains foundational. The study suggests that strong SEO performance increases visibility in AI search, making it even more valuable.

Q5: Is user-generated content more effective than traditional blog posts?

Not necessarily. But AI systems do appear to favour platforms with high user engagement, indicating that a blend of expert and community voices performs well.

Nutshell 

As AI continues to reshape how people search for information, the fundamentals of digital success remain unchanged: be useful, be trusted, and be found. Organic traffic isn’t just a badge of SEO success—it’s a passport to the AI-powered web of tomorrow.

Need any help with boosting your organic traffic, give us a shout.